IMANI Africa in an assessment of the social media engagements of the two leading political parties in Ghana has concluded its Assessment.
In the survey, the governing New Patriotic Party (NPP) in December had a social media reach of about 14 million, while the National Democratic Congress (NDC) had a social media reach of about 3.1 million.
The social media interactions which generate from comments and posts had NPP having 266000 interactions with the NDC having 192000 plus interactions, the survey said.
This shows that people are talking more about NPP than the NDC. Outside social media on traditional web based sources like websites etc, it was overwhelmingly clear that about 90% of content was about NPP.
“A new metric being introduced for analysis is Advertising Value Equivalent. This shows us that how much the value of the social media reach will be if the content was being paid for, which will also allow us to value the social media presence of both candidates and parties.
“For the month of December, the Advertising Value Equivalent for the NPP is just over $1.14 Million, while that of NDC is a modest $251K plus,” the report also stressed.
Leader Researcher at IMANI Africa, Selorm Branttie said “So, for those interested, there was a disparately huge difference in the total media engagement on social media between NPP and NDC.”
Vice President of IMANI Africa Kofi Bentil while commenting on the findings on his Facebook page said that “Facts are sacred. Start work.”
